You created good software. You know it can really help other businesses. After launching you have tried promoting it but nothing. Your marketing agency or team tells you that they can see traffic on the website but no enquiries.
I know this feeling because I’ve dealt with a few SaaS founders in the same position, and most of the time their software was actually good but things just didn’t take off.
There are many reasons why your B2B SaaS website gets traffic but no enquiries. These are the most common ones in my experience. Let’s get into it.
Common Reasons Your B2B SaaS Website Gets Traffic but No Leads
Unclear Positioning
This is one of the most common, because marketing strategy and positioning are often neglected by businesses and B2B SaaS are no exception. If this is your case your website doesn’t say who the software is for and who it’s not for. It may be trying to appeal to many industries at once, which means nobody in any of them feels really addressed. The visitor can’t tell in ten seconds whether it’s for them or not, and there’s no clear reason to choose you over a cheaper, simpler alternative.
Unclear Website Messaging
Weak positioning leads to weak messaging. Your website may explain what the product is rather than what problem it solves.
What I found is that in many SaaS businesses the founder, or one of the co-founders, is generally a bit more technical. So this person, who is generally seen as good with technical things, creates the website pages with a couple of prompts, and then the feeling is that the company messaging has been ticked off. That’s a technical person writing for non technical people.
What you end up with is feature lists and capabilities. Nothing that describes the painful situation the buyer recognises themselves in.
Not Enough Social Proof
There is no case studies section where prospects can see how you have solved problems similar to theirs for other people. Your website may not have any client names or logos, and there are no numbers behind the claims you make.
Prospects at the stage of evaluating suppliers may lose confidence in you because you can’t demonstrate that you have solved problems for similar businesses in the past.
Booking a Demo Is the Only Call-To- Action Option
Booking a demo is a high commitment ask, while generally most of your web traffic, especially if it’s cold traffic, won’t be ready to have a sales conversation soon. Someone at this stage, which is called the discovering stage, has no smaller step available, so they leave and you never know they were there, because you haven’t created a system to capture their contact details.
The Traffic is Wrong Rather than The Website
This is different from the rest and when it happens, your website might be fine. The problem is who is arriving.
In the past I have worked with a B2B compliance software company operating in heavily regulated industries. When we started our engagement I found out that their previous agency was running ads on Instagram and TikTok, while their audience were directors and senior compliance manger. The ads were not yielding results because most of the people seeing them were youngsters checking the latest reggaeton and dance trends.
The same happens with search when you rank for informational queries instead of buying ones. You get visitors who were never looking for software in the first place.
Why Checking These Elements of Your Marketing Matters
There might be many other reasons why your B2B SaaS website doesn’t convert traffic into enquiries, but I have found these to be very common among established and new companies. As I always say, you need to have a solid B2B marketing strategy before starting any campaign or any marketing at all, so you can address all these from the get go. If you don’t, you will very likely waste resources.
If you want to find out why your website is not converting, request a complimentary SaaS lead generation audit. You will receive a practical and easy to read summary that will highlight steps you can take to start converting more.
